Introduction to mobile surveys

Speaker: Melanie Courtright, Research Now
NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Introduction to Mobile Surveys
Melanie Courtright
Research Now
13 November 2013

Setting the Stage

Can you identify this picture?

Can you identify this picture?
Pope’s election - 2005

And in 2013 …

Nomophobia (n): The fear of being out of mobile
phone contact; mobile phone separation anxiety.
Source: Experian Marketing Services
The Revolution will be MOBILE-ized

million people suffer from FOMO (Fear of
Missing Out).
of 23-30 year olds would rather give up
their sense of smell than their phone.
of users say they couldn’t LIVE
without their mobile phone.
Source: Experian Marketing Services
Mobile is Now!
million people would rather lose
their keys than their smartphone.

The whole Planet is going Mobile

13%
18% 18% 19%
33%
16%
72%
13%
5%
1%
9%
13%
18% 19% 20%
29%
15%
73%
15%
6%
1%
6%
18 - 24 25 - 34 35 - 45 45 - 55 55+ Hispanic Caucasian Black Asian Native Other
49% 51%
25% 25%
18%
12% 12%
4% 4%
50% 50%
17%
20%
23%
15% 15%
6% 5%
Male Female Less than 25k 25k to 49k 50k to 74k 75k to 99k 100k to 149k 150k to 199k 200k+
Census Mobile
US Census vs. US Mobile

47%
53%
9%
18% 18% 18%
37%
56%
44%
5%
20% 21% 19%
34%
Male Female 18 - 24 25 - 34 35 - 45 45 - 55 55+
Census Mobile
UK Census vs. UK Mobile

SMS
of American smartphone users
connect to mobile social media
daily.
use their phones for email
every day.
text during the same time frame.
Mobile is Community
82%
71%
53%

of them stream videos on
mobile every month.
of British smartphone owners view
news on their device every day.
make their own media each week.
Mobile is Culture
50%
47%
61%

Between the US and UK 66% of
owners research products on their
smartphones at least once a month.
41% of US and UK users also
make mobile purchases during an
average month.
Mobile is Commerce

Why are Researchers so keen?

Device
Agnostic
Mobile
Device-
Specific
Research
Audience &
Ad Measure
Research
Behavioral
Data Sets
Technology
& DIY
Platforms
The Possibilities

• Mobile Access Panel
• Geo Location Studies –
In-The-Moment
• IHUT
• Mystery Shopping
• Diary/Ethnography
• Foot Fall Trends
• In-Store Evaluation
• Behavioral Targeting
• Concept Testing
• Mobile Ad Effectiveness
• Out-of-Home Ad
Effectiveness
• Mobile BTS
• In-App Ad Effectiveness
• Mobile Behavioral one-
time & syndicated studies
• Syndicated Location
Studies
The Possibilities

Rich Media Uploads

In-The-Moment Surveys

Geo-located Surveys

Behavioral

How comfortable are respondents with qualitative
aspects of mobile research?
Invited 3,500 panelists to take part in a home
ethnography study designed to understand
respondents’ willingness to participate in qualitative
parts of mobile studies, particularly media uploads.
CASE
STUDY
 679 completes in 2 days, despite the
study being long & media intensive
 97% scanned barcodes
 99% uploaded pictures
 82% uploaded audio
 80% of those with pets uploaded videos
Home Ethnography

How do researchers collect In-The-Moment data
at the 2012 Olympics?
Recruited respondents to complete two two-day
diaries for people at the 2012 London Olympics or
watching them at bars or at home.
CASE
STUDY
 69% of respondents completed both diaries
 62% uploaded images
 19% uploaded video
 Impressed with detailed open-ended
responses
 High level of respondent engagement
Sporting Event Diary

How does a digital newspaper use passive behavioral
data capture to gain deeper reader insights?
A digital newspaper that caters to tablet users
through a newspaper app sends targeted surveys
and overlays the survey data with behavioral data
for deeper insights.
CASE
STUDY
 Behavior data like app downloads, music
played, etc. are passively captured
 Survey data is collected periodically by
pushing surveys.
 Data from repeat surveys and passive
data capture are tied together for deeper
insights
Holistic Insights

How does a major CPG brand get shopper
feedback on their in-store displays?
Created a mobile survey for shoppers, whose
locations were validated by GPS data, to complete
while inside targeted supermarkets.
CASE
STUDY
 Respondents uploaded photos of
in-store displays and scanned UPC
barcodes of products
 Geo-fencing ensured the survey was
available only when respondents were in the
store, ensuring validation and data quality
 Rich In-The-Moment data and insights were
generated
Retail Surveys

Best Practices

MOBILE
IS NOT
ONLINE

1. Define
 Who you want to reach, and why
 Target your respondents
 Consider Fit for Purpose
2. Dive Deep
 Into the details of what you will ask members to do
• What activity are you interrupting?
• What activity are you requesting?
 Into what data you NEED back, and what you will do with it
• How much media is too much media
• What are the media risks?
 Into the different tool options
3. Design, Design, Design
3-D Mobile Research

28

I. Thou shalt keep surveys under ten minutes.
II. Thou shalt consider screen sizes.
III. Thou shalt know how questions work.
IV. Thou shalt minimize scrolling.
V. Thou shalt limit text boxes.
VI. Thou shalt use concise language.
VII. Thou shalt give great instructions.
VIII. Thou shalt stick to the point.
IX. Thou shalt be creative and engaging.
X. Thou shalt wear a respondent’s shoes!
Mobile Design Commandments

1. Data Quality / Media Vetting
2. Coding and Delivery
3. Merging
4. Linking
5. Reporting
6. Timing
Back-end Considerations

• Specifics
• Minimalistic
• Avoid length
• Respondents “on the go”
• Test, Test, Test
Smart Devices – Smart Design

Melanie Courtright
Research Now
MCourtright@researchnow.com
Thank you!

Q&A
Ray Poynter
Vision Critical University
Melanie Courtright
Research Now

Introduction to mobile surveys

Recommended

Recommended

More Related Content

More from Ray Poynter

More from Ray Poynter (20)

Recently uploaded

Recently uploaded (20)

Introduction to mobile surveys